12-1 Creating Value with the Sales Demonstration Selling Today 10 th Edition CHAPTER Manning and Reece 12

12-2 Effective Demonstration Adds sensory appeal Attracts customer __________ Stimulates interest Creates desire for product

12-3 SimGraphics Visit SimGraphics.com

12-4 Benefits of Demonstration Improved _________ and retention Proof of buyer benefits Proof devices Feeling of _________ Quantifying the solution Value proposition revisited

12-5 Strategic Planning Points Determine what _______ to demonstrate Determine what sales _______ to use Check sales tools Determine when and where to demonstrate Determine how to _______ the prospect Prepare a demonstration worksheet Rehearse the demonstration

12-6 Creative Demonstrations Make features and benefits appealing Must gain attention and increase desire for product Create different ways of looking at problem and solution

12-7 Customize Demonstration Use custom-fitted demonstrations Relate to specific customer needs Do not overstructure Personalize the process

12-8 Choose Right Setting Demonstration locationmakes difference Sometimes neutral ground, like hotel or conference center Other times in firm’s conference room Controlled environments free from distraction

12-9 Check Sales Tools Ensure audio/video, computer tools/files are in working order

12-10 Cover One Idea at a Time Demonstrate one idea or feature at a time Make sure customer understands each before moving on, pace evenly Make customer part of _________ Need-satisfaction questions help move forward

12-11 Appeal to All Senses Try to involve all five senses Multisensory appeals help involve prospect and build desire for the product Dunbar salespeople include a tasting kit along with their demonstration

12-12 Balance Telling, Showing, and Involvement Develop demonstration worksheet Demonstrations should be balanced and have variety—use worksheet to prepare Try to give prospect “hands-on” experience A Chinese proverb says, “Tell me, I’ll forget; show me, I may remember; but involve me and I’ll understand.”

12-13 Demonstration Worksheet FIGURE 12.3

12-14 Rehearse, Rehearse, Rehearse If you don’t rehearse, you court disaster Rehearse several times Videotape or role play for manager

12-15 Plan for Dynamic Situation Presentations are ______; be able to react effectively Base selling skills and tools on customer responses See the Selling Dynamics Matrix (Figure 12.4)

12-16 Computer-based Tools: PowerPoint Can incorporate charts, graphs, images, audio, and video Often so common, familiarity level can be boring You must generate unique look!

12-17 Computer-based Tools: Spreadsheets Spreadsheets excellent for organizing numbers to prepare quotes Also good for “what-if” scenarios Can be printed for proposal purposes Can convert numbers to graphs or charts

12-18 Computer-based Tools: Web-based Demonstrations Showcase information using Web browser Can integrate data, voice, and video Can conduct question and answer sessions in real time Prospects can also view at their ______________

12-19 Computer- based Tools: Virtual Tours Visit these sites to see examples of virtual tours: Visualtour.com Campustours.com Realtourvision.com

12-20 Bound Paper Presentations Bound presentations still widely used Effective for attractive _____ and ______, guarantees, product testimonials, etc. Favored because of availability for future reference

12-21 Using Audiovisuals Videos and computer-based presentations are common, but sometimes used ineffectively Guidelines Audiovisuals support, not replace, an interactive _________________ Preview material, describe highlights Be prepared to pause for questions At conclusion, review key points

12-22 Reality Check: Computer Skills No longer a nice-to-have when job hunting—a need-to-have! Many large firms scan resumes for PC and software skills; no skills, you’re out Presentation, specialized software is tops Expected: word processing, spreadsheets Desired: PowerPoint, databases, CRM Bonus: Java, HTML, etc.